In business, invention is often said to be overrated as compared with execution. Perhaps the best proof of this idea yet to be offered by the twenty-first century is the success of Facebook, a business with an exceedingly low ratio of invention to success. There is no lightbulb, or telephone, let alone a truly ingenious algorithm in the company's history. And yet no firm, save Google, has harvested as much attention from the Internet, or commercialized it as effectively. As with Google, that attention would be a by-product of the needs, desires, and efforts of its users. But where Google prevailed by offering the best search, Facebook reached the top thanks to stable code and "network effect": the phenomenon by which a system of connections grows in value with the number of its users. Zuckerberg understood this from the start.

Tim Wu, The Attention Merchants, loc. 982